The Persona and Journey Map Playbook

Andrew Schall has over 20 years of experience as a UX leader, researcher, and strategist. He has collaborated with renowned organizations such as Citibank, Harley Davidson, The New York Times, National Institutes of Health, Office Depot, and Southwest Airlines. He currently leads a rockstar team of UX researchers at ServiceNow focusing on creating the next generation of employee-centered experiences.

Andrew previously served as the Senior Director of Experience Design Research at Mayo Clinic, where he led a team dedicated to revolutionizing healthcare experiences. At Mayo Clinic, he pioneered a new strategy for creating personas and journey maps to deeply understand user needs and guide product and service experience roadmaps. He has shared his innovative approach at numerous seminars and events, including UXDX and UXPA.

Andrew loves to share his knowledge and insights with the UX community. He co-authored the book Eye Tracking in User Experience Design and contributed to the book Measuring the User Experience. As the Director of Publications for UXPA, he oversees the Journal of User Experience and UX Magazine. Andrew is an experienced instructor teaching courses in user experience and Human-Computer Interaction (HCI). He is an adjunct faculty member at the Maryland Institute College of Art (MICA) and has previously taught at Brandeis University, University of Washington, and Cornell University.